Social network inspired communication services has made a huge success, allowing users to communicate and share information in new fashion. At the same time, telecom operator's services are becoming more open, which makes it possible to develop improved social networking services and integrate them with mobile platforms. One problem that needs to be addressed when developing such services how to fetch useful social information and make it available for the services running in the cloud or in the client devices. This paper presents a generalized on-line interaction model that collects useful information from well known social networking services, and transforms the information into unified interaction patterns, which can be utilized for social data propagation or for discovering communication patterns. Ultimately, this allows the applications to incorporate social data for enabling smarter functions. For example, the data model can be useful for presenting information about callers or adding news feeds to the classical address book, prioritizing information of the contacts, inviting user for forming micro-communities. The paper also discusses the identity problem in the social media and identifies major challenges to solve that problem